2026年全球软实力指数报告_49页_21mb

报告摘要

Global Soft Power Index 2026 Summary

Core Content

The Global Soft Power Index 2026 is a comprehensive research study conducted by Brand Finance, analyzing the perceptions of the world's 193 United Nations member states. It measures how nations are perceived in terms of Familiarity, Reputation, and Influence, alongside 35 Nation Brand attributes across 8 Soft Power pillars. The study aims to provide insights into how these perceptions affect a nation's global standing, attractiveness for investment, trade, tourism, and talent, and its overall economic and diplomatic influence.

Main Points

Soft Power is defined as a nation's ability to influence others through attraction and persuasion rather than coercion. It includes cultural, business, and diplomatic influence, and is crucial for enhancing security, economic growth, and international relations.
The Global Soft Power Index evaluates these perceptions using a survey of 150,000+ respondents across 102 markets.
The Index framework was developed with academic input and has evolved over the years, initially covering both general public and specialist audiences, but now focuses solely on the general public to ensure broader and more comparable data.
The Soft Power score is calculated based on Familiarity, Reputation, Influence, and 35 Nation Brand attributes across 8 pillars, with Recommendation as an additional metric not included in the final score.
The methodology uses a balanced weighting system, combining market representation (50%) and metric importance (50%), with adjustments based on Familiarity modifier and regression analysis of respondent-level data.

Key Metrics

1. Soft Power Pillars & Attributes

Pillar	Attributes
Business & Trade	Strong and stable economy, Products and brands the world loves, Easy to do business in and with, Future growth potential
International Relations	Influential in Diplomatic circles, Good relations with other countries, Helpful to countries in need
Education & Science	Advanced technology and innovation, Strong educational system, Advanced in science, Invests in space exploration
Culture & Heritage	Influential in arts and entertainment, Food the world loves, Great place to visit, Rich heritage
Governance	Internationally admired government leaders, Politically stable and well-governed, High ethical standards and low corruption, Respects law and human rights
Media & Communication	Influential media, Trustworthy media, Easy to communicate with
Sustainable Future	Invests in green energy and technologies, Sustainable cities and transport, Acts to protect the environment, Supports global efforts to counter climate change
People & Values	Trustworthy, Friendly, Generous, Tolerant and inclusive, Appealing lifestyle

2. Survey Methodology

Sample Collection: Conducted online between September 17 and October 27, 2026, with a total of 159,459 respondents.
Markets Surveyed: 102 markets, with key markets (e.g., China, United States, India) having over 4,000 respondents.
Respondent Weighting: Ensures global representation, with 50% based on one country, one vote and 50% based on population size.
Familiarity Modifier: Markets with higher familiarity with a nation contribute more to the score.
Survey Languages: Conducted in 54 languages to ensure accessibility and broad reach.

3. Soft Power Score Interpretation

Higher scores indicate greater international impact and stronger perceptions.
Lower scores suggest less international influence and weaker perceptions.
The Recommendation metric provides context but is not part of the Soft Power score.

Key Insights

China continues to expand its Soft Power globally.
The US has seen a decline in Soft Power, with some allies perceiving its actions as unfair or self-defeating.
Global institutions face shifting perceptions, with confidence remaining positive but under pressure.
Soft Power is vital for restoring equilibrium in the international system and shaping national strategies.
Sustainability plays a role in Soft Power development, though its impact varies by nation.
Perception gaps between domestic confidence and global credibility exist and need to be addressed for effective Nation Branding.

Nation Brand Spotlights

China (by Wu Liming and Gao Wencheng): Focuses on China's growing influence and its Nation Brand attributes.
Costa Rica (by Adriana Acosta Rivas): Highlights the country's strengths in sustainability and international relations.
El Salvador (by Morena Ileana Valdez Vigil): Discusses tourism and Nation Brand strategies.
Estonia (by Eliis Randver): Examines how Estonia leverages its digital and tech reputation.
New Zealand (by David Downs): Explores New Zealand's global appeal and Nation Brand performance.
South Africa (by Sithembile Ntombela): Analyzes the country's reputation and opportunities for growth.
Sweden (by Sofia Bard): Discusses the role of culture and innovation in Swedish Soft Power.
Switzerland (by Alexandre Edelmann): Examines how Switzerland maintains its global image.
United Arab Emirates (by Saeed Al Eter): Highlights the UAE's strategic positioning and brand appeal.
Uruguay (by Larissa Perdomo): Focuses on the country's reputation and influence in the global arena.

Conclusion

The Global Soft Power Index 2026 provides a data-driven analysis of how nations are perceived globally, emphasizing the importance of Soft Power in shaping international relations and economic outcomes. It offers insights, benchmarking, strategic recommendations, and accountability tools to help governments, corporations, and policymakers enhance their Nation Brand and global influence.